ScruffyDog Creative Group
ScruffyDog Creative Group is a leader in the entertainment industry, creating immersive real-world attractions ranging from dynamic theme parks to expansive entertainment islands. As Senior Art Director and Copywriter, I oversee the creative journey from concept to execution, ensuring each experience captivates audiences and meets the high standards required for large-scale investments.
During the ideation phase, my focus is on deep storytelling and world-building—developing characters, locations, key moments, and narrative arcs for multiple concepts in a fast-paced environment. Each story is meticulously crafted and justified to clients, as these high-investment projects require every detail to be deliberate, compelling, and immersive.
In the production phase, I collaborate closely with a multidisciplinary team—sketch artists, designers, architects, engineers, and producers—coordinating and directing each discipline to ensure the creative vision is fully realized. My role involves guiding visual storytelling, managing design consistency, and ensuring that every element of the attraction enhances the guest experience, from pacing and flow to narrative surprises and emotional engagement.
Through this process, I help transform imaginative concepts into fully realized, awe-inspiring attractions, balancing creativity, technical feasibility, and client objectives.
Impact / Results
The projects I led at ScruffyDog introduced audiences to fully immersive storytelling experiences, turning conceptual worlds into tangible attractions. Each ride or themed environment engaged visitors emotionally, creating memorable journeys that elevated client offerings and strengthened their reputation for innovation. My work helped ensure that every element—characters, locations, and key moments—was not only visually compelling but also narratively justified, giving clients confidence in the creative and financial value of the projects.